Circular Economy Exchange: April Highlights

30 April 2026

Author Sylvie in CEE in Circular Economy in DPP

Our latest Circular Economy Exchange, brought together University of West London lecturers, fashion students, and industry professionals to explore a critical question:

How do Gen Z really engage with fashion consumption – and what role can Digital Product Passports (DPPs) play?

Students from the UWL BA (Hons) Fashion Industry course sharing fresh insights into Gen Z consumers’ attitudes toward fashion consumption, circularity, and engagement with Digital Product Passports (DPPs). *Photo credit Heather Dupay*

The Reality Gap: Values vs Behaviour

Gen Z is highly aware of sustainability issues.
They understand overconsumption.
They care about environmental impact.

And yet…

They still buy fast fashion.

This contradiction emerged clearly throughout the discussion. While sustainability matters, price, quality, and convenience still dominate decision-making. When sustainable choices feel more expensive or less convenient, engagement drops quickly.

Trust Is Broken – Proof Wins

One of the strongest themes was scepticism.

Sustainability claims are widely distrusted
“Greenwashing” is expected, not questioned
Brand messaging is often seen as less credible than peer content

What Gen Z wants instead is simple:

Clear, visual, verifiable proof

This is where Digital Product Passports have real potential – but only if they deliver transparency, not marketing.

Engagement Is Earned, Not Given

Gen Z will engage with DPPs – but only under the right conditions.

They scan when:

Content is fast and easy to access
Information is immediately useful (fit, care, authenticity)
There’s a clear benefit (reward, insight, or experience)

They disengage when:

Content is slow, complex, or text-heavy
The value isn’t obvious
The experience feels like effort

Friction kills engagement.

Circular Behaviour Is Already Here

Interestingly, second-hand fashion is already seen as the most authentic form of sustainability.

It’s:

Easy
Accessible
Guilt-reducing

This creates a major opportunity:

DPPs shouldn’t just inform – they should enable circular ecosystems, including resale, repair, and reuse.

Emotion Is the Missing Link

One of the most powerful insights?

Clothing isn’t just functional – it’s personal.

Gen Z connects with:

Stories
Identity
Ownership history

There was strong interest in the idea of a “personal archive”, where products carry their story over time.

The future of DPPs isn’t just data – it’s emotional connection.

So What Does This Mean for Brands?

The takeaway is clear:

Don’t lead with sustainability claims
Lead with value, utility, and experience
Combine practical information with storytelling
Remove friction at every step
Build trust through transparency, not messaging

Read the Full Summary

This is just a snapshot of the discussion.

The full summary dives deeper into:

Gen Z personas and behaviours
How DPP journeys should be designed
What actually drives scanning and engagement
Practical implications for brands

Read the full Circular Economy Exchange summary here →

This Circular Economy Exchange session was led and facilitated by the University of West London.

Project Lead
Heather Dupay, Programme Leader and Senior Lecturer, Fashion Industry

Student Contributors
Ranisa Clarke
Annalise Brown
Maisie Pocock
Neve Csemiczky
Aubrey Taligatos

Next Event

Join us to exchange candid insights on the hurdles of deploying a DPP, while clarifying how the latest JRC data mandates, JTC 5 technical standards, and UNTP protocols are shaping your brand’s roadmap to 2027.

Date: 13th May 2026

Time: 2:00pm- 4:00pm

Lead: Group discussion

Topic: The Digital Product Passport in Practice: Sharing Implementation Experiences and Navigating the JRC, JTC 5, and UNTP Regulatory Landscape.

RSVP here